Seabird mortality from the miles-long lines of baited hooks, strung out behind boats meant to lure in tuna and other high value fish, has long bedeviled the fishing industry.

The baited hooks — which appear like a free meal — are particularly attractive to birds such as albatrosses that go on extended flights in search of food.

Environmental groups have pushed for improvements to the gear in order to protect wildlife, including endangered species such as sea turtles. The Smart Gear contest is WWF's nod to innovation in the industry.

In 2010, more than 95,000 of the branch lines with the double weight system were hauled. There were no injuries to workers and a 89 percent reduction in seabird mortality with no effect on catch rates, according to environmental group.

"The conservation potential of Yamazaki double-weight branchline is substantial," reads a WWF prize notification. "It is an innovation that meshes practicality and safety with function and conservation."